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NBCUniversal and Sky join forces on global advertising solution

NBCU's Audience Studio and Sky's AdSmart are combining under the AdSmart name

NBCUniversal and Sky are joining forces on a new global advertising solution.

NBCU’s Audience Studio and Sky’s AdSmart are combining under the AdSmart name, allowing both broadcasters to gain insight into the other’s advanced advertising capabilities.

The new version of AdSmart will offer:

  • Linear optimisation – NBCU and Sky can each enable advertisers to optimise their linear spend against a rich selection of consumer segments, for enhanced delivery to target audiences through national TV, leveraging set top box data from both the UK and US for a total data set of more than 50 million households.
  • Addressable television – NBCU and Sky can each enable advertisers to target precise consumer segments through addressable video, for ads delivered directly to target households through highly engaging long-form content.
  • Digital targeting – NBCU and Sky can each enable advertisers to target precise consumer segments across digital platforms, for ads delivered directly to target users through premium online content.
  • Contextual alignment- NBCU is piloting AI-powered contextual media planning for TV, aligning brand messaging with highly relevant scenes across national programming, to enhance ad effectiveness and give consumers a more organic viewing experience.

“Over the years, Sky has built a suite of advanced advertising tools, and we’re excited to share them with international marketers in the United States,” said Andrew Griffith, group chief operating officer, Sky. “Together with NBCUniversal we’re launching a global product unlike anything the market has seen before, that combines the quality and reach of TV with best-in-class addressability.”

“The world is getting smaller, and the opportunity for international marketers to make an impact with consumers is getting bigger. The industry has demanded a global premium video offering, and now, one will finally exist,” added Linda Yaccarino, chairman of advertising and partnerships, NBCUniversal. “NBCUniversal and Sky are committed to setting the highest possible standards and transforming the ad experience. Bringing our advanced advertising solutions under one global structure is the first step in our journey.”

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